Alright, I admit it, I used to be an avocado avoider. For no real good reason, I didn’t eat avocados. Then, a few years back I made a deal with my at the time 12-year-old daughter — who herself is a verrrry picky eater — I try the guacamole she made, and she starts tasting more foods. Well, I tasted and liked the guac. I’m still waiting for my daughter to expand her food horizons.

Anyway, now I like guac and avocados, much to the consternation of my co-worker, Ryan Beckman. In short, I have become one of the people essentially profiled in the Hass Avocado Board’s recently released Avocado Path to Purchase study. The study provides insights into shopper behaviors and opportunities for retailers and merchandisers to optimize avocado sales.

The research tracks the evolving consumer journey, from pre-store preferences, in-store experiences and post-store satisfaction, highlighting the key factors that drive purchase intent and loyalty.

The quantitative research study examines avocado shopper segments and compares recent findings with findings from the same study conducted ten years ago. This long-term perspective offers a broader view of evolving shopper behaviors and motivations.

To make the findings more actionable, HAB has also launched an on-demand webinar. The webinar delivers insights and strategies designed to help retailers, merchandisers and industry stakeholders capitalize on the study’s findings.

Key findings from the study include:

• Avocados have become a planned purchase for more shoppers than in years past, reflecting their role as a household staple.
• Inconsistent placement of bagged avocados can disrupt the shopper journey, limiting the item’s convenience factor and sales potential.
• In-store displays are increasingly impactful in the shopper journey, directly influencing shoppers’ purchase decisions and expectations.

“The insights from this study show avocados continue to play an increasingly important role in the produce department, and small adjustments can have a big impact on sales,” said Alejandro Gavito, HAB’s senior business insights and data services manager.

“Our on-demand webinar makes this research both accessible and actionable, giving retailers and merchandisers an essential tool to understand today’s shoppers and seize growth opportunities.”

The Avocado Path to Purchase study builds on more than a decade of HAB research, equipping the global avocado industry with actionable insights into consumer preferences. As the only organization dedicated to supporting the entire avocado industry, HAB provides resources that retailers and suppliers can use to navigate the evolving shopper journey and drive category growth.